Indian quick service restaurant chain Hello Curry says it plans to treble its network by the end of 2016.
Hello Curry serves curries and biryanis from 32 outlets opened since its launch 19 months ago. It is now moving to ramp up its rollout because it wants to take on international fast food operators like KFC and McDonald’s, and local rivals, with a unique Indian offer.
Co-founder and CEO Raju Bhupati says the chain plans to have 100 restaurants operating by the end of next year.
Hello Curry is looking to work with established restaurant chains in urban centres in a unique concept. The business model, called KICK (Kitchen in Commercial Kitchen), would see Hello Curry cover the costs of supplying the ingredients and packaging, with the partner kitchens cooking the food and delivering it, receiving a commission of 15-20 per cent on each sale in return.
Meanwhile, the company has just sealed a deal to open kiosks within six multiplex cinemas operated by PVR Ltd in Bengaluru and one in Hyderabad. Biryanis and rolls will be served to moviegoers at their seats.
Three more theatres will follow in Hyderabad by the end of this month with plans to extend the agreement into Delhi, Mumbai, Pune and Nagpur.
Bhupati says partnering with PVR will help raise the brand’s profile and drive traffic to its restaurants after patrons experience the food and tell their friends.
Hello Curry will deliver pre-cooked biryani to the kiosks for consumption in a three-hour time period, ensuring the food remains fresh and hot and minimising wastage.
More than half the first 100 stores planned will be KICK concepts, the rest company operated stores. The PVR kiosks are not included in that figure.